MTN Group is rebranding, starting with the adoption of a new company logo and tagline to encompass everything the company does.

According to reports, that this move is part of MTN Group’s Ambition 2025 and the company is now preparing to launch a major rebrand on 27 February, simplifying its logo and using “Y’ello” instead of its old tagline, “Everywhere you go”.

In the new logo, MTN is doing away with the familiar white, yellow, and red text on a blue oval and opts for a simplified blue on yellow logo.

“MTN” is written in simple block letters with an oval drawn in a blue outline around the characters, all on a yellow background.

“Y’ello” is written in stylised white text on the same yellow background.

While the rebranding has begun outside MTN’s Johannesburg headquarters, the change will be group-wide.

Nompilo Morafo, MTN’s Chief Sustainability and Corporate Affairs Officer, said the new look aligns with their evolution from a telecommunications company to a technology company.

“Our commitment and focus to accelerate Africa’s progress sees MTN revealing a refreshed brand identity and campaign from 27 February,” said Morafo

MTN Group’s Ambition 2025, aimed at “Leading digital platforms for Africa’s progress” has ushered in a new look that is aligned to our evolution from a telecommunications company to a technology company underpinned by one simple, consistent, yet striking brand.

 “Our commitment and focus to accelerate Africa’s progress sees MTN revealing a refreshed brand identity and campaign from 27 February. The campaign is inspired by an insight that doing is a bridge between can and done, because all progress comes from action”, a statement by the company reads